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Insurance advertising is known for watching as disaster strikes, leaving those in the audience without protection feeling guilty. But in a new approach, AA Insurance and DDB have left audiences feeling hungry and mushy.

In an acknowledgement that it knows its audience, AA Insurance is recognising people don’t care about insurance by focusing on what they do like: food, puppies and grandma.

A series of videos features the three things in a room for audiences to drool and gush as chocolate sauce and maple syrup are drizzled over desserts, the puppies roam around and get up close to the camera while the grandmas knit, bake and garden. Meanwhile, a voiceover talks about how they're more appreciated than insurance.

But careful not to completely disregard insurance, the props and environment scream AA Insurance through yellow and black colouring and product-related text.

The approach is refreshing in that it doesn't pander to the fear-mongering that often typifies insurance advertising.

DDB executive creative director Shane Bradnick explains that while the ads might not explicitly implore viewers to get insurance, he believes they serve as a reminder that insurance is actually worth thinking about.

“What they may care about is grannies, puppies or delicious looking pancakes. So, we thought if we put those things in front of a giant logo, and it made people smile, laugh or even hungry, then it may also help them remember that AA Insurance offers home and contents, and to sign up before they actually need insurance."

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John

Kia Ora Davey. I appreciate your lengthy discussion but the time has come to object to the fact you are putting words in my mouth, if you pardon the pun. You have gone to the trouble of linking me details ...

Hi John, so what you're saying is, in order to know what people's favourite ad's are, they asked the open-ended question "what is your favourite ad on TV at the moment?" and this is bad because someone else asked this ...

G’day David. Yes, I had a read prior and you would find the open ended methodology and sample size are exactly the same. Only different is this sample excludes 60+ years and use an outsourced panel. Personally I feel over ...

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